Toyota's "Mall Terrain" Tacoma Adds Poke Back at Chevy Colorado ZR2's "Segment of One" Nonsense
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Covering new vehicle launches is a fun part of being involved with automotive media. The new taglines companies create to promote their trucks never cease to amaze us. When Chevrolet launched the new Colorado ZR2 last year, the tagline it adopted for the new ZR2 off-road variant of the Colorado was surprising and borderline insulting. Chevy claimed that its ZR2 was in a "Segment of One." Ignoring the fact that the Tacoma TRD Pro and other trims had owned that segment's sales crown for so long that the Colorado itself came and went and came back again in that period.
The term was used by Sandor Piszar, Chevrolet Trucks marketing director, who said in a press release, “ZR2 is truly a segment of one and does everything well — from traversing heavy two-track trails to high-speed desert running and full-on rock crawling. We’re thrilled to be able to offer it for more than $2,500 less than the next closest comparable vehicles. Taken in the context of serious off-roading, $2,000 will buy you 50 years of annual passes to Arches National Park in Moab, Utah.”
Toyota's new advertisement is just as ridiculous as Chevy's claim. In the advert, Toyota shows its Tacoma as being "All Terrain" and creates a farcical narrative around the Colorado, shown in the ads, as being "Mall Terrain." The Tacoma is occupied by three cool looking dudes, while the Colorado is occupied by three goofballs.
Toyota shows the Tacoma tackling off-road trails while the Colorado trio attempts the deadly mall speed bump loop. One of the goofs tries not spill his latte. What makes the advertisement a bit unusual is that the Tacoma is selling so robustly, Toyota's only challenge is finding the capacity to make more.